SEG Customization is Key at Credit Unions

by Amy Neale

Customization and target marketing are key for promoting your credit union’s products and services to its SEGs. Regardless of how many SEGs your credit union may serve, each one should feel special – that they’re the only group you have. CU Solutions Group has a few suggestions to help make that happen at your credit union:

• Incorporate SEG branding on member and loan applications, brochures and apparel
• Develop a microsite created specifically for that SEG
• Keep an eye on your SEG’s event calendar and volunteer credit union resources like time, people, money, venue or ideas that would help make the event a successful one
• Create fun contests and promotions at your SEG’s office – maybe even incentivize referrals
• Have your credit union’s mascot (if you have one) make a surprise visit to your SEG

“We’ve done special hours for our SEGs on weeknights or Saturdays,” says Barbara Ostroski-Enos, marketing director at Dow Chemical Employees’ Credit Union. “We also have special promotions where we offer our SEG employees incentives when they sign up during the promotional time period.”

No matter how you decide to market to your SEGs, don’t forget to measure your results. When you’re creating goals for measurement, don’t forget that results won’t happen overnight. You might want to consider measuring based on long-term goals and objectives instead of how much each goal costs.

Also, remember what sets you apart from the competition. If you show SEGs that you offer more than other financial institutions they’ll be happy to sign on or refer coworkers. Focus on what makes your credit union different such as exclusivity of membership and any SEG-related benefits. Sometimes all it takes is the right target marketing campaign at the right time to get the SEG growth your credit union needs.